Page 4 - MIADA-Q3 2023

REPUTATION IS

Everything!

By Hannah Mitchell, Executive Editor of Bobit's Dealer Group

With the internet as an easy, accessible, “Get eyes on your dealership and how you
round-the-clock research tool, a company’s treat your customers,” said Phil Valachi,
reputation is more important in driving senior vice president, operations, with
business than ever before. Digital Air Strike, which manages customer
leads for dealers across the country. “You’re
In fact, Scott Sabo, partnership growth wanting to protect your background but
manager at customer-engagement platform also expand market share.”
Podium, calls it “the new word of mouth.”
One Industry Summit panelist said
“It’s become the most crucial aspect of how a recent study found that 93%
customers are attracted to businesses,” said of consumers base their buying
Sabo, who recently chose a roofer and a decisions on car purchases and
new family dentist online. “In both cases, I service off online reputation.
said I’m going to take a chance with the one
that has the most people saying good things Another angle toward that end is
about them.” He’s even going out of his way maximizing dealerships’ websites so that
to drive further to patronize the providers. visitors stick around rather than moving on

to other sites.
A recent study found that 93% of consumers
base their buying decisions on car purchases “The more engaging you make your online
and service off online reputation, said Kyle assets, the more effective you’ll be in getting
McEvoy, founder and president of APC your brand out there,” McEvoy said.
Integrated Services Group, which markets
on behalf of new-car franchise dealers and TRADITIONAL VS. DIGITAL
car manufacturers.
Though online marketing is essential today,
“If you’re not paying attention to your dealers can’t discount traditional methods,
online reputation, it will hurt you. It’s how the experts said.
people find you,” he said. “On the flip side, if
you’re ignoring negative reviews, that’s not “Why wouldn’t you?” said McEvoy.
good either.”
And if you employ both methods, having a
STANDING OUT well-though-out coordination of the two is

ideal, he said, mapping out a timeline of the
As buyers get more sophisticated about steps on the customer’s journey as you plan
researching sources of new and used strategy. “You might think about return on
vehicles, dealers must not only burnish investment; if the most responsive is text,
their reputations, but find ways to stand you might start with that.”
out from competitors. Putting one’s brand
above that of the vehicle’s manufacturer is Sabo said the other opportunities are how
one goal, and one powerful way to do that you can keep the customer moving through
is by highlighting your contributions to the that life cycle through your marketing, to
communities your dealerships serve. get them returning for services.

4 | MSIAD A MISSISSIPPI DEALER Q3 2023
4 | MSIADA MISSISSIPPI DEALER Q3 2023